Work

Best Western® Hotels and Resorts challenged us to take a new and exciting approach to their fall 2022 TV and streaming commercial—while also using existing video assets. The commercial needed to connect with the brand’s existing loyal audience while also joyfully relating to new audiences.

The objective was to generate awareness, interest, and recognition for the brand’s fall promotion and support a broader integrated campaign intended to drive revenue to individual Best Western hotel properties. Thus, it was essential that the commercial drive home and support the brand’s fall promotion—Double Points for Best Western Rewards members staying two nights at Best Western properties—in a memorable way.

Our team brainstormed creative ways to repurpose existing video footage and assets into a high-energy commercial, while staying true to the brand’s tone and personality.

Given the limitations of using existing footage, the TV spot would require something new to re-contextualize the assets, create more interest, and also support the promotion’s message and goals.

That “new” element turned out to be the hit song “It Takes Two” by Rob Base and DJ E-Z Rock. The song fit the promotion perfectly, invigorating the offer and the commercial’s footage with its catchy and cross-generational appeal.

Licensing the song brought to life the offer’s strategic messaging, “Stay Two Nights. Get Big Rewards.” It didn’t matter if you were staying for fun or staying for work—staying two nights gave you double reward points.

In editing, our team drew inspiration from the song with “seeing double” split screen effects and a hyper-focus on the beat for cuts and movements.

With the help of this danceable track and high-energy visuals, reward members could now associate “It Takes Two” nights to get big rewards at Best Western hotels.